About
Contact & Profiles
A5115602911
Research Areas
- Digital Marketing and Social Media
- Consumer Behavior in Brand Consumption and Identification
- Consumer Market Behavior and Pricing
Hangzhou Dianzi University
2024
An increasing number of enterprises are adopting a dual-channel business strategy that combines short video e-commerce with traditional in their online activities. Previous research on advertising appeals has primarily focused ad content, products, and consumers. However, the lack attention given to shopping channels raises question for retail industry: How can create differentiated ads cater needs consumers different channels? Across three studies, this builds upon regulatory focus theory...
10.4018/jgim.358004
article
EN
Journal of Global Information Management
2024-10-26
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